Shelter Appoints Dark Horses For Homelessness Campaign
Housing and homelessness charity Shelter has appointed creative agency Dark Horses to create and implement a new campaign to ‘broaden’ public understanding of the housing emergency affecting the UK.
The charity says it wants to ‘unlock’ football audiences, using the sport’s reach to empower fans to play a part in the fight against homelessness.
The agency will create a multi-year campaign to broaden audience reach and understanding of the housing emergency.
“We want to draw more attention to the housing emergency, which is damaging millions of people’s lives today, so that we can champion everyone’s right to a safe home,” said Andy Harris, Director of Income Generation, Shelter.
“It is really exciting to be working with Dark Horses to harness the power of sports and particularly football, to shift people’s attitudes at such scale. Previous campaigns by Dark Horses have shown how connections to the game can positively influence our behaviour; and we hope that our work together will have a lasting impact.”
Melissa Robertson, CEO, Dark Horses, added: “Covid has shown the housing crisis is a national emergency we cannot ignore anymore. There’s never been a more important time to get behind this cause; and football, with its collective passion and strength of community, is the perfect platform for a meaningful initiative.”
Dark Horses will create the campaign on the back of similar work with the likes of the FA, with whom it helped launch the mental health Heads Up campaign, as well as Football Beyond Borders, with whom it helped raise awareness of issues within the UK education system.
